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Stay Loca, Stay True: Crafting Authentic Connections in the Latino Community

Project Ask

Authentically engage with El Pollo Loco's core Latino audience while establishing itself as a brand that genuinely celebrates and empowers women.
Big dinner party event with dozens of people sitting at two long tables in a dark room. Woman speaking on a stage in the back of the room with a red wall behind her showing a white text logo that reads "El Pollo Loco. Warm and intimate vibe.

Client

El Pollo Loco

Location

Los Angeles, CA

Deliverables

Event Production. Strategy & Execution. Dining Experience Curation. Video Production. Social Media Marketing.
Tags
White text logo that reads "El Pollo Loco" on a transparent background.
IDA_Logo_white-01.webp

Our Role

ID Agency demonstrated its expertise in cultural marketing through a strategic year-long partnership between El Pollo Loco and cultural curator Lala Romero, founder of Bella Doña. This multi-faceted collaboration showcased ID's ability to create authentic connections within the Latino community while amplifying women's voices and achievements. Through carefully orchestrated events, content series, and activations, ID Agency transformed traditional brand partnerships into meaningful cultural moments that resonated deeply with diverse audiences.

The Challenge

El Pollo Loco needed to authentically engage with its core Latino audience while establishing itself as a brand that genuinely celebrates and empowers women. In a landscape where many brands attempt surface-level cultural marketing, EPL required a sophisticated approach that could:

  • Create genuine connections with the Latino community

  • Highlight the brand's commitment to female leadership and empowerment

  • Develop meaningful cultural moments that would resonate across generations

  • Build lasting brand affinity through authentic storytelling

The complexity lay in crafting a partnership that could maintain authenticity across multiple touchpoints while delivering measurable business impact. Success would require an agency with deep cultural understanding and proven expertise in managing integrated campaigns that preserve authentic community voices.

Long white dinner table with an orange theme of flowers and dinner menus. Seated women chatting and enjoying themselves in a low-lit, warm atmosphere.
Woman with arm tattoos  in a red leather dress opening a bottle of wine with a golden wall behind her. Warm and vibrant atmosphere.

The Solution

ID Agency developed a comprehensive year-long strategy anchored by Lala Romero, a Los Angeles native whose multifaceted influence spans music, fashion, beauty, and lifestyle. The partnership was structured around three significant activations, each designed to build upon the last while maintaining authentic cultural connections:


Vision Board & Manifestation Event (January)

  • 600+ attendees gathering for community empowerment

  • A blend of cultural celebration and personal development

  • Integration of EPL's culinary offerings with cultural programming

International Women's Day Celebration (March)

  • Content series highlighting diverse female leaders across markets

  • Intimate dinner celebrating EPL's female leadership

  • Strategic seeding program extending impact beyond the event

Thankful & Grateful Friendsgiving (November)

  • Intimate celebration in Lala Romero’s home

  • Custom-curated menu featuring EPL specialty items

  • Customized seeding kit personalized for each guest

  • Meaningful activities centered around gratitude and community

Dark room filled with people sitting at tables watching a woman speak on stage at a dinner event. Stage back wall is a dark orange color with the text logo "El Pollo Loco" in the center and another text logo on the left "Bella Dona".

The Results

Vision Board & Manifestation Activation: Building Community Through Empowerment

The second annual Vision Board & Manifestation event transformed a traditional brand experience into a decisive cultural moment. Over 600 content creators, artists, and community members gathered to express their commitment to unity, diversity, and empowerment. ID Agency orchestrated a seamless integration of El Pollo Loco's culinary offerings with meaningful activities, demonstrating how food brings people together while creating authentic content moments.


International Women's Day Activation: Celebrating Female Leadership & Achievement

ID Agency crafted a multifaceted celebration highlighting women's crucial role in El Pollo Loco's success, from restaurant leadership to community impact. The program centered on a powerful content series featuring remarkable women across diverse fields, complemented by an intimate dinner celebration.


The strategic approach included:

  • Six-part video series showcasing inspiring women in EPL's key markets

  • Curated seeding kits distributed to influential female leaders

  • Intimate dinner gathering bringing together female executives and community leaders

Content Series Impact:

  • 5 short-form videos for social platforms

  • 1 long-form documentary-style piece

  • Featured diverse leaders, including restaurateurs, executives, and entrepreneurs

  • Highlighted EPL's commitment to female leadership (63% female general managers, 52% female field leadership)

Event Impact Metrics:

  • 50 attendees, including influencers and community leaders

  • 100+ Instagram stories

  • 50 Instagram story tags

  • 8 in-feed posts

  • 3 media outlets in attendance

Thankful & Grateful Friendsgiving: Where Heritage Meets Heart


For the final installment of the year-long partnership, ID Agency orchestrated an intimate Friendsgiving celebration that masterfully blended traditional elements with Latino heritage. Hosted by Lala Romero, the event created authentic content moments while fostering genuine connections.

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